Friday, November 30, 2007

DMA Offers Web Analytics Report

The Direct Marketing Association (DMA) has published a Web Analytics Report, based on detailed input from 130 marketing organizations, to identify which elements of Web analytics to employ for specific business goals, such as:

* increasing sales
* improving customer loyalty
* monitoring Web site usability

The report is divided into two sections:

* Part 1 provides a comprehensive overview of Web analytics purposes, challenges, usage, and effectiveness in the field of direct marketing. It covers such specific aspects of direct marketing as using Web analytics to design and evaluate online and off-line marketing campaigns and increase channel integration
* Part 2 focuses on how to use Web analytics specifically to increase conversions

The Web Analytics Report provides four major categories of information:

* Popularity: The percentage of respondents who currently use a particular Web analytics practice and can rate its effectiveness a.k.a. How popular are Web analytics practices?
* Effectiveness ratings: How marketers perceive each Web analytics tool and practice in terms of its impact on the overall ROI a.k.a. How is this affecting my bottom line?
* Expertise: Information about the popularity and effectiveness segmented by respondents’ level of expertise (beginner, intermediate, expert) a.k.a. Who are we really asking?
* Insights from the Expert: Dave Rhee (Wandering Dave of Ox2) a Web analytics expert, gives commentary throughout the book to help interpret and decipher the data provided a.k.a. "Lessons from the veteran direct marketer"

Eugenia Steingold, Senior Research Manager for the DMA, notes that the Web Analytics Report looks in-depth at over 20 specific metrics and tools, including:

* hit reports
* browsing patterns
* online order volumes
* conversion rates
* internal search results

Steingold points out that both standalone and CRM-oriented Web analytics vendors deliver the goods from a functionality perspective, but that many companies are neglecting to incorporate these Web metrics into their sales and marketing strategies. "A lot of SVPs don't look at data as often as they should," Steingold points out. "You need the right people to collect and analyze data. You need to develop decision-making sensibilities so that you can adjust sales and marketing campaigns in response to real-time trends."

List Price: $445.00
DMA Member Price: $245.00

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